The 12:30 (from http://couples.com/negril/restaurants-bars.php) is a misprint that occurred when they revamped the website. The beachgrill still opens at 11AM, which is convenient for divers who wish to eat before an afternoon dive.

We were there in late January. Food and service were about same as before. We really like their jerk chicken, jerk burger, fish sandwich, or calamari. We had a fish taco that was "ehhh", but we think that was a fluke (stale shells).

Service has always been friendly, but they can get backed up if there is a rush on (like when a short downpour brings everyone in from the beach).

Just got back last Tuesday. I will agree with Rudi, the fish tacos were so-so, but mainly due to the stale shells.
My favorite was the jerk burger, yummy! Service was pretty good except one time when they were overwhelmed with a huge rush of people. One guy got pretty angry and made a big fuss, then cancelled his order. I felt sorry for the workers that day, they could have used some back-up help.